|
Lecturer(s)
|
-
Čada Michal, Doc. PaedDr. Ph.D.
|
|
Course content
|
Strategic methods used by producing of TV spots and in the radio, press (daily press and periodical, flysheets, tourism materials). Attention is paid to analysis of interpreting of advertisement and possible positive or negative reaction of population, which the advertisement was addressed to. Specific attention will be paid to correlation relation between advertising text and its visual representation. A part of the course can be substituted by students´ independent work.
|
|
Learning activities and teaching methods
|
Students' portfolio, Students' self-study, Self-study of literature, Seminar
- Undergraduate study programme term essay (20-40)
- 30 hours per semester
- Presentation preparation (report in a foreign language) (10-15)
- 22 hours per semester
- Contact hours
- 26 hours per semester
|
| prerequisite |
|---|
| Knowledge |
|---|
| B2 level according to CEFR for languages (German) is required. |
| learning outcomes |
|---|
| The students acquire the competence to describe different types of advertising. They can identify the specific strategies advertisement texts. They can interpret the relations between text and the other elements of advertising like pictures or music. Finally they will be able to produce their own drafts of advertisements. |
| teaching methods |
|---|
| Seminar |
| Self-study of literature |
| Students' portfolio |
| assessment methods |
|---|
| Seminar work |
| Individual presentation at a seminar |
|
Recommended literature
|
-
BELFÍNOVÁ, Renata; GRILL, Heidi. Die Theorie, Analyse und Didaktisierung der Werbung anhand der ausgewählten Werbeanzeigen aus Zeitschriften. Plzeň : Západočeská univerzita. Fakulta pedagogická, 2003.
-
BYRAM, M.:. Teaching and Assessing Intercultural Communicative Competence. Clevedon, Multilingual Matters, 1997. ISBN 1-85359-377-X.
-
Huth R. Einführung in die Werbelehre. 7. Aufl. Stuttgart u. Berlin: Kohlhammer, 2005.
-
JANICH, Nina. Werbesprache. Ein Arbeitsbuch. 3. Aufl. Tübingen : Narr, 2003.
-
VERGOSSEN, Harald. Marketing-Kommunikation. Ludwigshafen : Friedrich Kiehl, 2004.
-
Vysekalová, Jitka; Mikeš, Jiří. Reklama : jak dělat reklamu. 2., aktualiz. a rozš. vyd. Praha : Grada, 2007. ISBN 978-80-247-2001-2.
-
VYSEKALOVÁ, Jitka; MIKEŠ, Jiří. Reklama. Praha : Grada, 2007.
|